Abstract
Advertising is rather like sex. When it's good it's bloody marvellous, but even when it's bad, it seldom does you any lasting harm. The right advertising plan or approach may double your sales, the worst is unlikely to be seen. Patently however, if you follow the maxim that advertising is an investment whose purpose is to do very much better than merely pay for itself, you need to aim high. Which is fair enough — what's the point in deliberately planning to come second to your competition?
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